We re-imagined what a billboard could be and turned it into a Pride flag. A 60x40ft flag that flew in the face of oppression, in a country and city where it is illegal to be homosexual.

While it is illegal to fly Pride flags, we managed to disguise the flag as a product ad, using everyone of our flavours.

According to section 165 of the Kenyan penal code, homosexuality is illegal and punishable by up to 14 years imprisonment. The LGBTQ+ community doesn’t only face legal challenges, they also experience discrimination, violent attacks and even fear for their lives. In addition, Speaking up for LGBTQ+ rights is strictly prohibited.

As an African ice tea brand, with loads of flavour, BOS believes in self-expression and choice, and so needed to create a campaign for Pride, that would support the African LGBTQ+ movement for equal rights.

Using every BOS Ice tea flavour, we found a loophole and created a 60X40ft billboard that stood proudly as a message of hope. The BOS Proud Billboard was strategically placed in Kenya’s judicial district near parliament and the Kenyan High Court. The location also has large foot traffic, which meant that this symbol of freedom and self-expression would be seen by over 200 000 Kenyans daily.

We decided to target not only the general population, but to fly our 60x40ft flag in the face of the oppressive law makers, by placing our Proud Billboard on one of the busiest roads, in Kenya’s central judicial district.

Even though sharing images of the billboard was illegal, the Bos Proud billboard stood proudly in front of 200 000 Kenyan commuters daily, in the central judicial district, in Nairobi.

Our brave message of hope reached many Kenyan on the ground, and stood as a symbol of solidarity in the face of extreme oppression.